First there were flowers and dinners. Then came the humor.

The UK National Lottery—like a man trying to make a great first date impression—is showing its comic side in order to encourage customers to play its instant-win games online.

The new “No Chance” campaign involves six online short films, targeting not only frequent online lottery players but also those whose online behavior and profiles are similar to people who play Lotto or EuroMillions online.

All six ads shows a person in a “no chance” situation, which was then juxtaposed with the National Lottery’s promise that its players will have a “one in four” chance of winning a prize on the GameStore portfolio. All films finish with the characters either instant win scratch cards or mobile games, and a “click-to-play” call-to-action, which takes customers to the National Lottery’s GameStore website.